Smart Expands Programmatic With Rubicon
Smart, an independent ad serving platform based in Europe that gives publishers greater control over their ad inventory than other ad servers, is bolstering its programmatic options through a new server to server partnership with the Rubicon Project, operator of a global ad exchange. The server-side integration allow Smart AdServer’s publisher clients to tap into Rubicons extensive Nordic demand of display advertising, while maintaining the control offered by Smart’s core service.
Smart is plugging into Rubicon Project’s exchange using the latter’s XAPI technology, which will be integrated with Smart’s Holistic Yield Management, which automatically chooses the highest yield of programmatic and direct sold ads. It also ensures premium campaigns run in full.
The new service is available to all Smart publishing clients worldwide and is compatible with all online ad formats. Smart publishers that access Rubicon’s broad pool of ad clients can enable the programmatic interface by ticking a box in Smart’s interface, according to the company. They can track monetization via programmatic sales alongside direct sales with Smart’s consolidated reporting features.
ABOUT SMART RTB+
Smart RTB+ is the holistically yielding SSP built into Smart Adserver, which also handle other SSP connections holistically. In addition to Smart key position as adserver, RTB+ offer you, a completely integrated solution which maximizes the value of your audience and your inventory in a fully transparent and efficient environment while still maintaining direct relationships with advertisers and agencies.
Smart AdServer RTB+ allows you to open your inventory (in parts or in its entirety) to major market players on the demand side (DSPs,Trading Desks & Retargeters). A feature enabled due to the integration of RTB+ adserving, allows for bidding on direct sales with programmatic sales for each impression, unlike traditional SSPs. For ideal optimization of your inventory, Smarts algorithms determine the best campaign to stream for each impression based on your network criteria: inventory forecast, commitments to your direct advertisers, price, target. Only an integrated platform enables this holistic view of inventory and enables full optimization of fill rate and overall advertising revenue. Because the additional SSP sources are added through RTB+, there is no need to learn how to use the additional SSPs, it is all handled automatically through the RTB+ setup, saving both time and resources for your team.
Based in Paris, Smart has expanded to eleven offices around the world, and currently has a customer base of around 1,000 publishers and ad networks around the world, including Wine Enthusiast, Ozy.com, and France’s Le Monde newspaper. Altogether Smart delivers ads across around 50,000 Web sites and apps, according to the company.
Relevant is the exclusive reseller of Smart in the Nordics. Contact us if you like to hear more about Smarts services, or to get an official nordic reference.
Sources: Mediapost, Smart Adserver